Pack revamp for Laphroaig

ByLucy Britner

Published: 13 May, 2013

Beam has revamped the packaging for its Islay whisky brand Laphroaig.

Beam has revamped the packaging for its Islay whisky brand Laphroaig.

The packaging features a new label with an image of the distillery and a typeset that is said to create "a warmer shelf appeal". The company described the changes as 'sublte' and said they were inspired by the Friends of Laphroaig community.

Michael Cockram, senior global marketing director, Beam said: "Laphroaig continues to be the world's No.1 Islay malt whisky. Our decision to refresh the brand's packaging has been taken with a great deal of care, given that the brand's distinctive look has been so successful for many years. We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand's unique taste experience."

The new packaging is scheduled to roll out in key Laphroaig markets, including the US, UK, Germany, Sweden, Australia and Japan. It is distributed by Maxxium in the UK.